Hewlett-Packard India (HP) has released its latest ‘Go-to-Market’ strategy for the SMB segment, with its new integrated marketing campaign ‘Demand More’, that has been created for its LaserJet portfolio of printers and solutions. The communication has been created by BBDO India.
The new TVC features two businessmen who are perpetually unimpressed. When Shown the Mona Lisa, they find her too fat, and a match-winning four by Sachin Tendulkar also meets with disdain. When wander into an HP showroom, the confident salesman manages to impress them with the fact that with the worthy investment that is the HP LaserJet, with the money they would save.
Commenting on the campaign, V Krishnan, general manager - Marketing, Imaging & Printing Group, Hewlett-Packard India, said, “The launch of ‘Demand More’ integrated marketing campaign re-iterates our leadership in the LaserJet and Enterprise Segment and our focus on our business customers, as we continue to deliver value with meaningful innovations in our products that enrich the printing experience.”
Elaborating on the messaging Shagun Lal, marketing manager, LaserJet and Enterprise Solutions, Imaging & Printing Group, Hewlett-Packard India, said, “This campaign captures the spirit of HP LaserJets that enable customers to expect more. Whether it is our market leadership of the last 25 years with the largest install base, unmatched legacy of innovation – case in point our new range that comes with industry firsts like Auto On-Auto Off and Smart Install, widest range of products and breadth of presence across sales and support – HP LaserJets truly deliver more.”
When contacted by Campaign India, Josy Paul, chairman and chief creative officer, BBDO India, explained the brief the agency received. "HP has always been the known category leader when it comes to printers. But 2009 saw HP taking a bit of a hit because of the ‘slowdown sentiment’ and the sudden rise in competitive activity. There was an urgent need to put things in perspective and rise above the aggressive and questionable claims of the competition.The integrated communication campaign was to reinstate HP’s right-to-leadership based on four relevant proof points: innovation, ROI, widest range and heritage.The brief was to create an umbrella platform that allows HP to grow its equity with two of its largest audiences: the SMBs (small medium businesses) and the distribution and channel partners. And to do so at a rational and emotional level while leveraging HP’s four leadership proof points," he said.
The creative idea came up after a three-day brainstormeing session. "We conducted a three-day BBDO patented ‘Creative Workout’ where key people at HP, along with all their communication partners, were also involved. This intense collaboration resulted in three interesting creative routes that had TotalWork possibilities and potential. Using stringent filters and client-customer inputs, we decided to focus on the impatient unreasonable SMB guy who is hungry for instant growth. Like young India, he is driven and wants answers fast. We decided to encourage his ‘Be Demanding’ attitude. Thus was born the idea, the film and everything around it!" said Paul.
'Demand More' is spread across multiple channels of communication – TV, print, social media, outdoor, web and on-ground activation.
Watch the TVC
Agency – BBDO/Proximity India
Creative Team: Arjuna Gaur, Manoj Deb, Josy Paul
Account Management: Rajesh Sikroria and Anupam Chauhan
Agency Producer – Kirk Jacob
Production House – Corcoise Films
Producer – Cyrus Pagdiwalla
Director – Prashant Issar ( Sippy)